Martech: Martech is Marketing Logo
  • Topics
    Digital Transformation
    Marketing Operations
    Data
    Customer & Digital Experience
    Performance Marketing
    Marketing Management
    Special Reports
    MarTech Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Staff
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » Performance Marketing » Disqus Expands Sponsored Comments Globally With Xaxis Partnership

Disqus Expands Sponsored Comments Globally With Xaxis Partnership

Disqus, the comment management system, launched Sponsored Comments in April. Brands can target Sponsored Comments, which appear at the top of discussion threads, based on both the content of an article and the comments. Disqus has announced it is expanding Sponsored Comments globally with programmatic buying capabilities. The program expansion is driven by a partnership […]

Ginny Marvin on November 4, 2014 at 12:45 pm
Disqus sponsored comments programmatic platform

Disqus Sponsored Comments are rolling out globally in a partnership with Xaxis.

Disqus, the comment management system, launched Sponsored Comments in April. Brands can target Sponsored Comments, which appear at the top of discussion threads, based on both the content of an article and the comments. Disqus has announced it is expanding Sponsored Comments globally with programmatic buying capabilities.

The program expansion is driven by a partnership with Xaxis, the programmatic buying division of WPP. Xaxis clients will be able to buy Sponsored Comments on sites running Disqus programmatically.

Sponsored Comments aren’t integrated into the reader comments about an article, but the ad targeting is driven by what users are talking about. Here’s how the company explains its targeting in a blog post:

So we’re applying semantic, keyword targeting at the discussion level with this product. We target against what the article or blog post is about, what the discussion includes – because sometimes the discussion forks into new topics – and what we know about that specific user as they visit various websites, many of which use Disqus (we are on over 3 million websites). That’s a unique targeting capability because we’re the only company with such a large footprint in comments.

Disqus says advertisers are able to target against more than 1,000 discussion topics and that new topics can be created for “specific brand needs or as new trends develop”.

Brands can manage the replies made to their Sponsored Comments, which appear on a separate landing page —  a feature the company points out is not available from Facebook or Twitter. Going a step further, Disqus says, “What we’re able to do is to continually scan sites and comments for over 2,500 words and expressions for brand safety scoring by using the same technology we built for spam and profanity detection.”


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


New on MarTech

    How clean, organized and actionable is your data?
    Replacement Survey: The top 5 solutions replaced
    What’s the biggest hidden secret in Google Ads?
    Native video tops social media in brand awareness study
    Worsening economy has more shoppers getting online info before making in-store purchases

About The Author

Ginny Marvin
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

Performance Marketing

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

September 28-29, 2022: Fall

Start Training Now: Master Classes

Start Discovering Now: Spring



The SMX Conference logo.

Start Training Now:: SMX Advanced

November 14-15, 2022: SMX Next

March 8-9, 2022: Master Classes

Webinars

Agencies: Grow Revenue Streams Through Web Accessibility & Compliance

Protect Your Paid Advertising Spend Against Ad Fraud and Invalid Traffic

Build an Integrated Search Strategy Across Google, Amazon and YouTube

See More Webinars
Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

See More Intelligence Reports
Featured White Paper

Site Search 101

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Terms Of Use
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.